What? According to Comscore, 188.2 million Americans watched 52.4 billion online content videos in December and number of video ad views totaled 35.2 billion.
Why it matters? Google Sites, driven primarily by video viewing at YouTube.com, ranked as the first online video content property in December with 159.1 million unique viewers.
Top 10 video content properties by unique viewers
- With 159.1 million unique viewers, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the first online video content property in December.
- Facebook ranked second with 79.1 million viewers
- AOL, Inc. followed with 76.2 million
- Yahoo sites with 53.5 million
- NDN came in fifth with 49.4 million.
52.4 billion video content views occurred during the month, with:
- Google Sites generating the highest number at 13.4 billion
- Followed by Facebook with 3.7 billion
- AOL, Inc. with 1.4 billion.
In all, Google Sites had the highest average engagement among the top ten properties.
|
Property |
Total Unique Viewers (000) |
Videos (000)* |
Minutes per Viewer |
|---|---|---|---|
|
Total Internet : Total Audience |
188,249 |
52,374,583 |
1,164.5 |
|
Google Sites |
159,090 |
13,384,434 |
356.7 |
|
Facebook** |
79,105 |
3,749,940 |
50.1 |
|
AOL, Inc. |
76,178 |
1,414,138 |
60.4 |
|
Yahoo Sites |
53,499 |
392,542 |
47.8 |
|
NDN |
49,388 |
530,275 |
71.2 |
|
Amazon Sites |
44,626 |
215,795 |
17.1 |
|
VEVO |
39,424 |
632,788 |
51.0 |
|
Microsoft Sites |
36,662 |
609,765 |
36.9 |
|
Vimeo |
32,932 |
142,426 |
32.3 |
|
Turner Digital |
29,008 |
221,105 |
39.0 |
Top U.S. Online Video Content Properties Ranked by Unique Video Viewers.December 2013
Total U.S. – Home and Work Locations.Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
**Facebook’s December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.
Top 10 video ad properties by video ads viewed
Nearly 35.2 billion video ads were viewed in December by Americans:
- AOL, Inc. sustained the first position with 4.3 billion ad impressions.
- LiveRail.com came in second with 3.6 billion ads
- Google Sites followed with 3.6 billion
- SpotXchange Video Ad Marketplace with 2.9 billion
- TubeMogul Video Ad Platform came in sixth with 2.5 billion.
Time spent watching video ads totaled 13.2 billion minutes, with:
- AOL, Inc. delivering the highest duration of video ads at nearly 1.9 billion minutes.
- Hulu delivered the highest frequency of video ads to its viewers with an average of 82.
Video ads reached 55.6 percent of the total US population an average of 204 times during the month.
|
Property |
Video Ads (000) |
Total Ad Minutes (MM) |
Frequency (Ads per Viewer) |
% Reach Total U.S. Population |
|---|---|---|---|---|
|
Total Internet : Total Audience |
35,235,361 |
13,235 |
204.1 |
55.6 |
|
AOL, Inc. (including Adap.tv) |
4,326,305 |
1,850 |
26.9 |
51.9 |
|
LiveRail.com† |
3,566,607 |
1,506 |
23.4 |
49.2 |
|
Google Sites |
3,564,204 |
353 |
32.3 |
35.6 |
|
SpotXchange Video Ad Marketplace† |
2,895,520 |
975 |
24.5 |
38.0 |
|
TubeMogul Video Ad Platform† |
2,467,934 |
802 |
21.3 |
37.3 |
|
BrightRoll Platform**† |
2,451,140 |
1,148 |
14.8 |
53.3 |
|
Specific Media** |
2,185,660 |
859 |
13.8 |
51.2 |
|
Hulu |
1,388,482 |
551 |
82.3 |
5.4 |
|
Tremor Video** |
1,209,948 |
537 |
11.7 |
33.3 |
|
Videology† |
991,078 |
445 |
10.5 |
30.4 |
Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed.December 2013
Total U.S. – Home and Work Locations.Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metri*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP
Top 10 YouTube Partner Channels by Unique Viewers
According to December 2013 YouTube partner data :
- Video music channel VEVO sustained the top position in the ranking with 38.5 million viewers
- Fullscreen held onto the second spot with 27.3 million unique viewers
- ZEFR followed with 26.6 million
- Maker Studios Inc. with 24.7 million
- and Warner Music came in last with 22.7 million.
Maker Studios Inc. proved the highest engagement (72 minutes per viewer), followed by VEVO (51 minutes per viewer). VEVO streamed the greatest number of videos (622 million), followed by Maker Studios Inc. (523 million).
|
Property |
Total Unique Viewers (000) |
Videos (000) |
Minutes per Viewer |
|---|---|---|---|
|
VEVO @ YouTube |
38,460 |
622,057 |
51.1 |
|
Fullscreen @ YouTube |
27,346 |
358,267 |
40.9 |
|
ZEFR @ YouTube |
26,598 |
143,042 |
14.9 |
|
Maker Studios Inc. @ YouTube |
24,726 |
522,869 |
72.2 |
|
Warner Music @ YouTube |
22,672 |
151,209 |
19.1 |
|
warnerbros vfp @ YouTube |
20,032 |
61,301 |
5.3 |
|
The Orchard @ YouTube |
18,987 |
78,701 |
11.8 |
|
google @ YouTube |
17,965 |
47,075 |
4.6 |
|
rumblefish @ YouTube |
17,396 |
45,932 |
7.4 |
|
UMG @ YouTube |
16,295 |
66,580 |
11.0 |
Other notable findings from December 2013 include:
- 86.9 percent of the US Internet audience viewed online video.
- The duration of the average online content video was 4.2 minutes.
- The average online video ad was 0.4 minutes.
- Video ads accounted for 40.2 percent of all videos viewed and 5.7 percent of all minutes spent viewing video online.
[ctalatinb]
